Why does toothpaste come in plastic? This concept proposes Pure-Pak — a material already trusted for food and liquid packaging — as an alternative. Pure-Pak’s qualities make it surprisingly well suited for a toothpaste tube: it can be folded, rolled and squeezed just as we are used to, but the tube itself is paper. Sealed with a simple metal clip instead of a plastic cap. A concept worth testing — and a conversation worth having directly with Pure-Pak producers.